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Saturday 15 September 2018

Successful Entrepreneurs Know How to Hit Every Curveball Life Throws at Them

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When it comes to entrepreneurs, only the hardheaded, the determined and the tenacious survive.





4 min read





Opinions expressed by Entrepreneur contributors are their own.







In baseball, hitting a curveball is one of the most difficult things to properly execute. Like batters who learn to think fast and pick up on the rotation of the curveball as soon as the pitcher releases the ball to avoid swinging too early, entrepreneurs must learn to think fast and pick up on market trends and changes to adjust their business strategy accordingly. It's imperative to keep your eyes on the prize. Whether you have to hit a fastball or a curveball to accomplish this goal is irrelevant -- as long as you win the game.

Related: The 10 Traits That Define Entrepreneurial Success

Life paths

Here is one example from my own life: I was a young, frustrated beach bum living in Daytona Beach, Fla., and I dreamed of being the CEO of my own company. As you can imagine, the journey from beach bum to CEO was filled with unexpected twists and turns. Step by step, I worked toward my goal but I failed miserably when my startup bottomed out. I lost everything and I was devastated. At that moment, all of your vulnerabilities are exposed, which is why so many people, after failing, retreat to their comfort zones. I certainly considered it. Entrepreneurs, however, when they swing and miss, must have faith in their dreams and ability so that without hesitation they can adjust their strategy to stay in the game. "When you want to succeed as bad as you want to breathe, then you'll be successful," writes author, speaker, educator and pastor Eric Thomas in The Secret to Success.

Immensely successful people, from Soichiro Honda to Bill Gates have had to deal with life's curveballs. Before Vera Wang established herself as one of the premier designers in the fashion industry, she was a young woman who failed to make the 1968 U.S. Olympic figure-skating team. It was only at age 40 that Wang started to design her iconic wedding gowns and achieved tremendous success. "It was brick by brick, client by client, store by store. It's been a trip of passion, but it has not been a quick trip. Nor has it been easy. And that is the truth," Wang said in an interview. In 2018, Wang made Forbes's list of self-made women with a net worth of more than $650 million.

Related: 10 Things Successful People Tell Themselves Every Day

Game on

Unexpected and difficult things happen to us all at some point in our lives. Most of these things are completely out of our control. However, how we react is entirely within our control. Throughout history, we've seen that when failure is used as a tool in reaching success, the results can be legendary.

Home run

Entrepreneurial endeavors boost productivity, which leads to growth. It's a win for the economy and it's a win for you. Entrepreneurs have the ability to change the world! Why then are business owners whose primary incomes are derived from their enterprises only making up 6.02 percent of the U.S. adult population? According to some research, 46 percent of businesses fail due to incompetence, 30 percent due to lack of managerial experience, 11 percent due to lack of experience and the rest of the failed cases were attributed to fraud, natural disasters and neglect.

These numbers are a clear indication that being a successful entrepreneur requires more than hard work, intelligence, creativity and a detailed business plan -- although that's a good start. Preparation is key! Achieving success is not going to happen overnight. Once you know what you want and you've set your goal, commit to simple daily disciplines and productive actions, repeated consistently over time because doing this add up to the difference between failure and success.

Related: The Most Common Habit of Self-Made Millionaires

Have you heard the saying "only the strong survive"? Well, when it comes to entrepreneurs, only the hardheaded, the determined and the tenacious survive. If taking risks, sudden change or criticism cause anxiety for you, consider a different game. The truth is that businesses fail for a variety of reasons. The crucial point to understand is that failing is not necessarily destructive. Failing at one thing is preparation for another. Don't give up!

Choose now.

Greatness is always in the moment of the decision, and so is fate. Where you end up in life isn't dictated by whether you're a good person or a bad person, it's dictated by if and how many times you swing. The choices you make now can set in motion your next 40 years? Don't give up because of perceived failure, instead become stronger, more informed and more determined to reach your end goal. All that's left to do is to hit hard!







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4 Ways Hiring a Brand Strategist Can Help Transform Your Business

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Lawyers are awesome at what they do — which is legal stuff. If you want to be the best at what you do, it’s often best to focus solely on what you are best at, while outsourcing the rest. This should be true with all services and organizations that want to have an amazing website that not only shows off what a business or agency does but also blows away the competition in the process.


The legal industry is growing rapidly, which means it is important that your law firm stands out from the pack. Your website should be the place where your prospective clients can get a sense of your knowledge and skills in law practice. Hence, they can trust you to win their cases.


In order to make your website stand out, you should call on a professional web design firm that knows how to highlight your strengths. So, let’s see how a great law firm web design should look.


Use Your Firm’s Logo and Name


Use your unique logo to build brand recognition on your website. This will allow clients to identify you immediately and follow you both online and offline. In the same respect, use your law firm’s name in the URL and in the header of the website so that it can be easier for customers to find you.


If you don’t currently have a logo design for your legal firm, this is something you should immediately invest. The good news is that this can be accomplished for a fraction of the cost a traditional design team or agency would charge. Through the power of the internet and artificial intelligence, you can use this design tool to create a legal company brand logo like the one below in a matter of seconds.



Highlight Your Law Firm’s Strengths


Your strengths set you apart from the rest. So, try to stress your practice in a particular area of practice. We can actually point out a perfect example of this from a Seattle-based personal injury lawsuit team below. By highlighting these numbers and success rates, it not only shows off your firm’s legitimacy and success rate but will also keep your clients feel safe and secure in the process. When using this type of content on your site, ensure that this piece of information stands out in the firm’s web design. This is also called the unique selling point and will make your prospective clients want to work with you.



List All the Legal Services You Offer


Make sure that the website lists all the services that you provide and how you can help your clients. Also, mention your skills and your experience and try to place these details on your homepage. Make sure they are informative and helpful.


If you aren’t sure how to best set this up, just take a few minutes to search “top legal firms” on Google, and see the many different site designs and navigation menus being used. The most important thing is to provide your audience with what they are looking for, while also not overloading them with options and distractions in the process.


Use the Firm’s Chosen Colors


Make your website design and company brand stand out by adopting a color combination that is perfectly tailored to convey your message. Use the colors as backgrounds, in the links, in the visual separators, and for the icons. Make sure that these colors are the same as those in your logo so that you can be easily recognizable.


When it comes to building a trustworthy brand and relating to your audience, take a look at the different ways businesses and brand use colors to accomplish this. A perfect example would be the color “Grey”, and how companies like Apple, Wikipedia, Puma and others implement this into their logo design and branding to better relate with their audience and show off their professionalism in the process.



Share Your Work


Share your best case studies and their results on your website. They will show that you have the necessary knowledge and expertise and they also demonstrate that you have had exceptional results in your previous practice. Moreover, link your website to platforms such as Facebook, Twitter, and LinkedIn. This way, people can interact with you and this can also be a window to harvest new clients and convert your client base into a great following.


This is something I often discuss when talking about blogging and building out About Me pages. While most people just throw these types of pages together, they are actually going to be one of the most read pages on your site, and definitely a great place to showcase any case studies, testimonials, or customer success stories.


Register Your Firm with Google My Business


This is not a web design feature per say, but it will be of great help to you. List your law firm with Google My Business. It is free and easy to register. All that it requires is your basic information such as the firm’s name, the website information, and the location of your company. Then, you can verify your business with the firm’s code.


After that, you can enter more information such as the hours of operation, your description, and services. You can optimize your presence so that your firm can be identified through Google searches by clients around you. Incorporate a link to the firm’s site and build a great and lasting reputation.



Optimization through SEO


Optimize your website for the search engines so that you can get in the top rankings. It might sound like rocket science, but it’s not difficult at all. For example, WordPress has amazing SEO features built within their themes and plugins.


Also, as far as SEO is concerned, you can keep the following tips in mind:


  • Use proper names for the images on your site as this enhances the results from the search engines and improves the content of the site.

  • Do not choke or stuff your site with too many pages and posts that are not related to your practice. This will have an opposite result and it will be harder for the search engines to find you. Moreover, your website may suffer a penalty as a result of irrelevance.

  • Format your texts properly to make sure that they are easy to read and comprehend. This will make the prospective clients want to return to your website.

  • Contextualize your links as this makes it easier for clients to get the bigger picture and understand the information on your website. Customers can relate when you link to relevant sources and materials.

Share your Results and Testimonials


Share the most important testimonials from past clients. This helps build great confidence, trust, and credibility in your prospective customers. Clients will be more inclined to seek your legal services if they can tell that you’ve been winning related cases.


Research supports the fact that testimonials work to attract customers. It is a marketing tool and you can display it on the lawyer’s profiles.


When adding testimonials to your site, it’s important to make sure you are using ones that are real and authentic. Also, if you have the opportunity to showcase someone famous or well-known within your niche, do that as well. You can see some great examples of testimonial usage on my Blogging University course page. Not only are testimonials and reviews important for legal firms and online courses, they are crucial in the acceptance and usage of local businesses, stores, and resturants as well.



Highlight Your Attorneys’ Successes and use Social Profiles


You may have many lawyers dealing with different law areas. List all their awards and achievements and include a testimonial from each of them. This will make them more approachable. Also, it is a sure-fire way of enhancing and promoting their skills and building the firm’s credibility. It is also a way of winning new clients.


Also, don’t forget to take advantage of social media and profile pages have to offer. To see a perfect example of how to build a personal brand, while showing off your expertise, user reviews, and awards are to check out Michelle Hubbard’s Instagram profile. Not only is this helping her build a personal brand and following, it’s also showing she is the real deal and knows what she is doing when it comes to fighting for animal rights.



List the Areas of Practice


It is a must to list all the practice areas and the contact for each lawyer in your firm. It will be easier for future customers to search for the right specialist for their case. It also helps them reach the attorney directly without going through a lot of hassle with the customer support, toll-free numbers, etc.


Again, this goes back to the practice of making sure you provide your audience with as much information and value as possible, but not overloading them with options in the process. Highlight your expertise and areas of practice through bullet points or visuals to get the most impact.


Make Your Website Fast and Responsive


Many of the clients work online with their desktops, laptops, and smartphones. Make sure that your website is responsive and works perfectly on every device and does not frustrate your customers with various delays. Your site should not take ages to load and display the information. You can always check the site’s speed with Google’s PageSpeed Insights. Also, make the content easy to read because most visitors don’t have the time to go through large blocks of text.


These are the main aspects that will make your law firm’s web design attractive for prospective customers. Also, make sure that you always take your client’s grievances into consideration and implement their recommendations. They are the users and they know best what they are looking for.



Need help making your legal page even better?


Don’t worry if all of these seems too time-consuming and overwhelming… we’ve got you covered! Having been in the industry for well over 20 years now, I’ve been able to work alongside some of the best agencies, freelancers, and designers in the world today. Take a look at our web services page and see how we can help launch your brand or business to that next level.




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Do You Stink at Ecommerce Content Marketing? Find Inspiration in These 6 Big-Name Brands.

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The strategies used by Etsy, Mercedes-Benz, JetBlue (and a brand called The Elephant Pants) can give you some good ideas.





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Opinions expressed by Entrepreneur contributors are their own.







If you thought you’d seen it all with ecommerce content marketing examples, the ones you’re about to see might just leave you in awe -- and ready to reconsider your own strategy.

Related: Add These 12 Content Marketing Tools to Your Startup's Arsenal

You be the judge of that. But the task itself is important because ecommerce businesses are taking the bull by the horns with content; 60 percent of those polled in a Content Marketing Institute study in 2017 said that they would be taking content marketing more seriously going forward.

It would seem, in fact, that B2C (ecommerce) marketers are now becoming more committed to this marketing channel than those in B2B -- among whom content marketing has long been popular.

So, here are six remarkable ecommerce content marketing examples you can emulate for your online store:

1. Mercedes-Benz

Content marketing is all about creating free content that your audience loves, with, of course, the end goal of growing your revenue.

Mercedes-Benz’s content marketing efforts showcase how much the brand goes all out to create content for its audience. For instance, the brand has pretty much nothing in common with fashion blogger/influencer Leandra Medine, a.k.a. The Man Repeller, considering that the former sells vehicles. But, for its, audience, Mercedes nevertheless partnered with her and created a video along the lines of A Day in the Life of the Man Repeller.

Image credit: The Man Repeller via YouTube

In this video, The Man Repeller goes about her normal day sharing experiences about her daily routines -- something Mercedes Benz’s customers might want to see.

The catch here is that she drives around in a Mercedes, so the company is promoting its brand without making it feel like a full-on commercial. And this isn’t something the car brand does as a one-off marketing effort, as its YouTube channel is dedicated to drawing its audience’s attention by presenting high-quality, interesting content.

Related: How Content Marketing Can Help Your Company Do More For Less

2. JetBlue

JetBlue is a popular American airline that’s making waves on social media through its impressive content-marketing strategy.

With more than 1.3 million,1.9 million and 290 thousand followers, respectively, on its Facebook, Twitter and Instagram accounts, JetBlue is undoubtedly doing something right to gather such an impressive following.

Image Credit: JetBlue via Instagram

On its Instagram page, for instance, it engages its target audience -- people who love to fly/travel -- by posting content that appeals especially to them.

A prime example is JetBlue's weekly #DestinationFriday post, which typically includes high-quality pictures and videos of destination cities with travel tips from the airline's crew members, along with an engaging question presented to the airline's followers.

3. Etsy

Etsy is an online market that lets shoppers buy and sell handmade crafts, as well as vintage and unique items. Like the other ecommerce brands mentioned here, Etsy makes content marketing work, using, for example, a Facebook page, Etsy Success, focused on engaging with its seller community.

The online marketplace posts tips on how to run an Etsy shop successfully, shares success stories from other sellers and hosts giveaways.

Image Credit: Etsy via Facebook

Posts like the one above don’t include any sales pitches but provide what Etsy’s target audience members might want to know: what it’s like to be an Etsy seller and how Etsy can help them run an online shop.  

4. The Elephant Pants

The Elephant Pants is an online store that sells fashionable harem pants, among other things. The people behind this ecommerce store pride themselves on the comfort of the pants they sell, but what really drives them is their amazing heart -- their passion for saving wild elephants from extinction.

In this context, they’ve tailored their content-marketing strategy to engage and educate customers about their mission in a fun, interactive way -- using quizzes, for instance. An example is the "How much like an elephant are you?" quiz.

Image Credit: TheElephant Pants.com

A fun quiz like this drives engagement among Elephant Pants's target audience -- animal/elephant lovers -- and keeps them entertained on the website without prompting them to specifically make a purchase. This is what a good content marketing strategy looks like.

5. Airbnb

Airbnb , without question, has become a household name within a short time, and this success is due partly to its excellent content-marketing strategies.

The brand is famous for providing affordable short-term accommodation, for people on vacation.

 

Image Credit: Airbnb.com

Because of its niche market, Airbnb prioritizes providing valuable and relevant content through, for instance, its guidebook. This is very unique in the sense that it provides relevant information from locals in different cities -- information like the best places to eat, drink or shop.

Airbnb's ability to consistently produce such valuable content for its target market is what makes it one of the fastest-growing brands in the travel industry.

6. Adidas

Popularly known for its sports apparel, Adidas is another big brand taking a unique approach to content marketing by, for instance, taking its marketing to B2B platforms like LinkedIn. Even though LinkedIn is best known for B2B businesses, the professionals on the platform are consumers, so Adidas uses this to engage with its target audience:

Image Credit: Adidas via LinkedIn

The post above is a perfect example; it draws Adidas's audience's attention by teaming up with a yoga influencer who is also an Adidas athlete. The post doesn't prompt users to buy any Adidas products but gives its audience insight into the life of its employees and thus promotes its brand.

Start making ecommerce content marketing work for you.

It is evident from these examples that content marketing boosts ecommerce revenue; you just need to know what types of content your audience members want and the topics they need education or entertainment on.

You can go as far and as deep as you want, digging out audience data, finding out what content topics and types these customers want and doing whatever it takes to crank out data-driven content they’ll want to see.

Related: 7 Habits of the Most Successful Content Marketers

Remember that stat I mentioned earlier about the ROI from multi-channel marketing? You can generate at least a 38 percent increase in revenue when you use more channels for your marketing. So, the better your content, the more you'll be able to attract target customers to your store. In fact, your content marketing can get to be so good that you also gain offline customers because they see your content online.

So there you have it: some clever examples you can learn from to take your ecommerce content marketing game to the next level. Did I miss any of your own favorite brands?






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If You're Networking Mostly With Women, You're Leaving Money on The Table

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While women-only groups provide support and opportunities, female founders should not necessarily only network with other ladies.





5 min read





Opinions expressed by Entrepreneur contributors are their own.







As a female entrepreneur, everywhere I go these days there is opportunity to connect with other women in business. Women are escaping from their corporate jobs to go out on their own, stay-at-home moms are looking for ways to make money and in general, women seem to be very attracted to the entrepreneur path. Indeed, there are 114 percent more women-owned businesses in the U.S. than there were 20 years ago.

To go along with this rise in female entrepreneurship, the number of women-focused resources and networks has also increased. But should we, as women, solely focus on these gender-specific groups to take our career and entrepreneurial journey to the next level?

Related: 5 Tips for Stress-Free Networking

While there is data that shows that networking in women's groups is beneficial in many ways, the problem, especially for female entrepreneurs, is becoming too comfortable, and allowing that comfort to limit our earnings potential.

Here are three reasons why all-female networking may be a revenue trap.

1. You aren’t reaching all demographics.

If you’re a woman in business, are you relying only, or mostly, on female networking groups?  The research says yes. Women are more than five times more likely to have networks that are mostly female, according to the Women in the Workplace 2017 report. The reasons for being part of women-focused network groups runs the gamut -- everything from being a supportive community to feeling empowered and improving confidence.

But if that’s your exclusive source of community, is it in the long term good for you, your career or your business? The same report tells us probably not. “Because men typically hold more senior-level positions, this means women are less likely to get access to people who can open doors for them.” Similarly, when it comes to having doors opened for women in business, we are talking not only about climbing the corporate ladder, but also the economic one.  

If you’re looking to maximize your revenue, it’s time to step out of your comfort zone and start attending mixed-gender networking groups, in addition to your women-only groups. It’s a great way to find your next mentor, referral source, client or business deal.  

2. You aren’t maximizing your profit potential.

When it comes to the economic side of business ownership, women are still lagging behind. Even though woman-owned businesses accounted for 39 percent of all businesses in the U.S. in 2017, those same businesses were only bringing in 4 percent of the total revenue.  

How does that play into female-only networking groups? By attending only women's networking groups we are potentially cutting off half your potential customers: men.

Related: The Art and Science of Networking (Infographic)

Networking groups that include males will provide you with a low-cost, low-risk opportunity to discover what marketing messages work with a male market, or even if it it is necessary to have a separate marketing message.  Even better, when you can use a group to make connections that result in trust, tapping into these newly-formed relationships can help you discover angles and areas of business you might be missing out on.

3. You aren’t informed about market opportunities.

The effectiveness of your pitch for your product or service with both men and women tells you about the value of what you have to offer.  Nail it in both groups, you can't go wrong, and you can then see the potentially exponential results of opening avenues of untapped revenue, and a valuable improvement to your marketing messages, including having men as advocates for your company.

A macro example of this is the cosmetic industry and its realization that traditional "for women” companies are opening up their campaigns to men, and are tapping revenue sources previously unknown. And rightfully so. The male grooming market is expected to grow to $60.7 billion by 2020, up from $17.5 billion in 2015. Companies that have failed, and continue to fail to recognize the marketing and sales potential will lose out on a bonanza.

In my own experience coaching business leaders, focusing on both genders in my client marketing and networking efforts results in a much higher return on investment, as men can, of course, be very good clients and willing to invest in themselves. Specifically, targeting men as clients in my company brings a 30 percent revenue boost.

Related: 5 Unorthodox Networking Tips

As I stated previously, one of the greatest benefits of a networking group is that it is a low-cost, low-risk place to learn what marketing messages work, for both women and men.

I’m not advocating that you give up your woman’s networking group, or that you give up focusing on a female demographic as clients. However, when strategizing for your short- and long-term business goals, consider the many economic benefits of having access to men as clients and/or as referral sources will bring to you and your company.


 





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What Research From Google Can Teach Us About Great Leadership

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Back in 2008, a team of researchers at Google started a fascinating project called Project Oxygen, in order to determine the qualities of their highest-performing managers. Recently, that team updated its research and modified and added some qualities. Here is that more recent list of the top behaviors of Google's best managers:

  1. Is a good coach
  2. Empowers team and does not micromanage
  3. Creates an inclusive team environment, showing concern for success and well-being
  4. Is productive and results-oriented
  5. Is a good communicator — listens and shares information
  6. Supports career development and discusses performance
  7. Has a clear vision/strategy for the team
  8. Has key technical skills to help advise the team
  9. Collaborates across Google
  10. Is a strong decision-maker

Related: 4 Ways Entrepreneurs Can Gain More Leadership Training

Google is one of the most successful companies in the world. So, as a smart leader in an organization, the question you may want to think about is, how can this list help you in your organization today? I believe there are several ways this information can be transformational for your organization:

Provide leadership training. 

I was once facilitating a leadership program for a client in West Virginia. I asked one of the managers how long he had been a manager. He said “about ten years” and added that he had 20 direct reports. When I asked how much training he had been given on leadership skills,he said that "this" was the first time he had had any leadership training. That shocked me.

In fact, it is a sad fact that we do our managers and supervisors a great disservice by not providing them with the skills they need to be successful. We assume they "know how." Yet, while someone may be a good employee, once he or she is promoted, that promotion doesn’t mean this person automatically knows how to coach or empower or communicate effectively.

Think about this: All of the qualities on the list are not personal characteristics but skills that can be learned or improved. So it is not a surprise that when Google provided training on the needed leadership skills, the company saw an improvement in turnover, employee satisfaction and performance over time. 

Many companies, such as SAS, Amazon, Bonobos, Goldman Sachs, Enterprise and Marriott invest time and money in training and developing leadership skills. Pilot Flying J is another, perhaps less famous, company that operates truck stops and travel plazas across America and invests significantly in training time with its managers. According to Glassdoor, participants in Pilot Flying J’s management development program go through a management-training program, during which they work with top-performing management teams to “learn everything, from operating a POS system to reading financial reports.”

Afterward, participants are assigned to a permanent location in which they will receive ongoing development training. The company also offers programs and courses through "Pilot Flying J University," with special tracks for general managers, operations designates, recent college grads and more. 

As leadership development expert and book author Warren Bennis once said, "The most dangerous leadership myth is that leaders are born -- that there is a genetic factor to leadership. This myth asserts that people simply either have certain charismatic qualities or not. That's nonsense; in fact, the opposite is true. Leaders are made rather than born."

Set expectations.

Another area to take a hard look at is expectations. In a study by Gallup, only about half of all workers surveyed "strongly" indicated that they knew what was expected of them at work. The research suggested that setting clear expectations might be the most foundational element for employee engagement. As Gallup research stated, “All workers, regardless of age or stage in their career, want to know what's expected of them in the workplace. The lack of clear expectations can cause anxiety and confusion in workers.”

If this is indeed the case, the critical questions you might want to ask are:

  • Do the managers in your organization know what is expected of them?
  • Do they know what is expected of them regarding how they lead their team?
  • Has that been communicated?
  • Are they engaging employees?
  • Do their direct reports understand what is expected of them?
  • Do you talk about this with the teams ar work?

Related: Why You Need to Invest in a Leadership Development Program

I meet many stressed-out people across the country who don’t know what is expected of them because it has never been discussed, set up or communicated.

Do an employee survey.

The list of qualities of great Google managers was the result of an employee survey. It is a solid list, and I'm sure most of the leadership qualities apply to every organization. Who after all doesn't long for a manager who is an excellent communicator?

That being said, these qualities may not all apply to your organization. There may be some company culture variables to consider. So, do a survey of employees and find out what your most successful leaders are doing to be effective; then see if those actions match the Google list's. Find out what is working in your organization with managers and supervisors. The answers may raise questions that haven't been addressed before.

Measure.

An important issue to think about is how to measure the effectiveness of your managers. If you have clear leadership expectations, then you can look at how they are meeting them. You can look at financial metrics like sales, revenue and profit. We can sometimes assume we are meeting those metrics because our people are satisfied at work (although there are exceptions, of course)

At the same time, we can look at other non-financial metrics like turnover, morale, customer service and productivity. The best way to measure is to continually watch, observe and talk with people one-on-one to see how they are doing. The quantitative and qualitative clues are there. You just have to pay attention.  As founder of Microsoft Bill Gates once said, “In business, the idea of measuring what you are doing, picking the measurements that count like customer satisfaction and performance… you thrive on that.”

Related: The 12 Most Important Things I've Learned About Leadership

If you can benchmark your leadership to that of other world-class organizations and learn how they lead, you will raise the bar in your organization and perhaps even become world-class yourself. As President John Kennedy once said, “Leadership and learning are indispensable to each other.”   







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Jeff Bezos Did What?! The Week In Entrepreneur News Quiz

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1 min read









This week, Tesla got a jump start (of sorts) and a little girl's crunchy dream came true. Were you paying attention to the goings on in the entrepreneurial universe? See how plugged in you were to this week's news hits.

Related: Are You a Genius? Take This Quiz and Find Out!

 







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How Your Company's Logo Influences Purchase Decisions

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Square? Circular? Geometric? Organic? These elements actually communicate different things. Be sure you know what those are.





8 min read





Opinions expressed by Entrepreneur contributors are their own.







Your company’s logo is the visual figurehead of your brand, so it’s important to get it right. Whether intentional or not, every detail of your logo will influence people who see it. That's why nothing should be arbitrary.

Related: Expert Explains What Makes the Best Logos So Good

In fact, it’s in your best interest to make sure that every logo design choice is intentional and communicates the message you want to convey, because thoughtless design choices lead to misleading or confusing logos.

Worse, thoughtless choices can lead to logos that don’t say anything at all.

What follows is a deeper look at the psychology of logo design, in terms of fonts, shapes, lines, colors and composition -- and how these elements affect your logo's influence on customers' purchasing decisions.

The psychology of fonts 

Fonts have a psychological impact on people. The emotion they generate is directly tied to the shape of the letters and our psychological response to those shapes. So, how do you know which font style will work best for your business?

The Software Usability Research Laboratory (SURL) at Wichita State University ran a study that examined the traits people associate with varying fonts. Among the people surveyed, traditional fonts including Arial or Times New Roman were categorized as “stable” and “mature,” but were also considered “unimaginative” and “conformist.”

In contrast, fonts described as “youthful” and “casual” fonts -- like Comic Sans -- were considered “happy” and “casual.”

Most important in anyone's font decision is certainty that the company name is legible and readable. You’d be surprised how many logos we’ve seen that are unreadable. And, really, how can you remember a business if you don’t know the name of that business?

The psychology of shapes in logo design

All logos -- whether they include an icon and text, an icon only, or even just text -- have a shape. The three major categories -- geometric, abstract and organic  -- all come prepackaged with their own psychological associations.

Geometric shapes

Geometric shapes look man-made. Mathematically precise squares, perfect circles and Isosceles triangles don’t tend to appear in nature. So, using these shapes communicates a sense of order and power. The various types:

Related: Why Small Businesses Need Strong Logos

Squares and rectangles convey stability, reliability, strength, order and predictability. Think of the bricks used to build sturdy, stable buildings. If you want your logo to communicate strength and reliability, consider incorporating squares or rectangles.

Circles are never-ending. So, they may be the right choice if you want to make consumers think of harmony, unity, eternity or timelessness. Curves are also considered  feminine; and, as such, circles communicate softness, gentility and femininity.

Triangles are a directional shape. As a result, they change meaning depending on how they are positioned. When right side up, triangles convey power, stability and upward momentum. Inverted triangles suggest instability or downward momentum. And, triangles pointing to the side convey movement and direction based on where the triangle’s point is facing.

Abstract or symbolic shapes

Symbols are simplified shapes that represent something specific in a culture. And, because symbols have clear, common meanings, they are relied upon heavily as a visual language.

Stars can convey patriotism or religion or even "show business" and "Hollywood " depending on how they are used. 

Hearts can be used to communicate love, relationships and marriage, while broken hearts represent break-ups, divorce and sadness.

Arrows, meanwhile, suggest a direction, movement and travel. These are commonly used in businesses that ship and deliver goods. FedEx and Amazon are examples of logos that use these symbols well. The arrow in the FedEx logo is subtle and created from negative space -- an unexpected surprise. Amazon’s logo features an arrow that serves triple duty signifying a package being delivered, the company's range of products (from “A” to “Z”) and the recipient’s resulting smile.

Organic shapes

Organic shapes include the shapes of organic items occurring in nature (rocks, leaves, tree bark, amoebas, water ripples, etc.). This category also encompasses any irregular non-symbolic shape, even if it's not inspired by nature. When utilizing organic shapes, keep these guidelines in mind:

Natural shapes like leaves, grasses, representations of water, and trees tend to have a soothing effect on the viewer. This is why they often appear in logos for spas and holistic medical businesses.

Shapes with jagged angles may create feelings of anxiety, while shapes with soft curves make them feel more relaxed.

Shapes that don’t resemble anything recognizable are open to the viewer’s interpretation. This means that you will need to work harder to communicate a specific message through other design elements and branding choices.

The psychology of lines

Lines divide space. They create definition and form. They communicate direction. Lines tell us where to stand and where to drive. But, beyond their practical function, they can also communicate a great deal aesthetically. In fact, geometric line art logos are popular in logo design trends this year.

Thin lines, in particular, are delicate and may appear fragile. They communicate elegance and femininity. They can also imply frailty, weakness or flexibility. Alternately, thick lines suggest strength and rigidity. They appear more traditionally masculine than thin lines. Thick, bold lines are used to draw focus and create emphasis where they appear.

Straight lines imply order, structure and predictability. They may also be perceived as rigid or harsh. Curved lines, on the other hand, offer more energy and dynamism.

Then there's positioning: The position of your line in space impacts the psychological effect that the line creates. 

Horizontal lines run parallel to the horizon. As a result, they contain the least visual energy of all line positions. They feel comfortable and safe. 

Vertical lines run perpendicular to the horizon. They appear to rise straight up from the earth, filling them with the potential visual energy to tip or fall. Vertical lines draw the eye upward. And, as such, they are often used in religious iconography to draw focus upward to the heavens.

Diagonal lines suggest movement and action. Diagonal lines can be positioned anywhere between horizontal and vertical. This makes them very expressive and the least stable of all the line positions.

Smooth lines are clean, calming and restful. Depending on their context, they can convey confidence, fluidity or ease.

Jagged and zig-zagging lines are filled with tension. These dynamic lines change direction quickly, communicate erratic movement, and irregularity. They can suggest excitement or anxiety, confusion or danger.

The psychology of colors 

Color contributes the strongest emotional trigger in your logo design repertoire because colors are strongly linked to emotions in the human psyche. Whether our interpretation of colors is hardwired into our brains or is due to cultural influence -- or a combination of the two -- there is a generally accepted language of color.

It’s also important to bear in mind that how you mix your colors in a single design also has psychological implications for your viewers. For instance:

  • A multitude of bright colors appears youthful, childlike, or full of energy.
  • Black and white is a classically elegant combination that implies maturity and sophistication.
  • Monochromatic schemes allow you to embrace more vibrant colors while maintaining a softer, more unified feel.
  • Combining neutrals with an accent color allows you to take advantage of the emotional influence of a strong, bright color without the childlike implications.

Choose your colors wisely to elicit appropriate brand-appropriate emotions. Your color choices should always embody the personality of the brand.

The psychology of composition 

Fonts, shapes, lines, and colors are the building blocks for a great logo design. But don’t forget that how you compose those elements also impacts how the logo is perceived and the message it sends. Here are some important considerations to think through when you choose a logo design:

Size denotes importance. The larger an object is the more focus it draws and the more important it seems.

Western audiences read from left to right. So, things appearing on the left side of the logo will be viewed first and perceived as the most important.

Loosely spaced items surrounded by negative space look more restful than items that are closely spaced. If you choose to emphasize negative space, be careful not to leave too much or the logo may lack coherence.

Scattered or irregular placement suggests playfulness, chaos or rebellion, while orderly, symmetrical arrangements communicate formality, stability, and conformity.

Layering items together creates visual relationships, so be mindful of how you combine shapes and lines.

Related: 5 Secrets for Making Your Logo Stand Out

Overall, every detail of your company’s logo will influence people who see that logo. You can communicate a lot -- and do it efficiently and effectively -- if you understand your brand and make informed, thoughtful choices regarding fonts, colors, shapes, lines and composition.







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Don't Dread the 1-Star Review -- Capitalize on It

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Customers don't trust a business with only perfect reviews.





5 min read





Opinions expressed by Entrepreneur contributors are their own.







Let's say you're an entrepreneur behind a small but growing company. Business is going well -- so well in fact that tracking your leads is getting tough to do on your own. So you're starting to research CRM software to handle lead management. It will be a big purchase for your bootstrapped little team, so it's important you make the right decision to get your hard-earned money's worth.

Related: How to Deal With Fake Negative Reviews (Infographic)

You start into your research and check out the product reviews for two solutions you're considering. One has 15 reviews and a full five-star average. The other has 200 reviews with a 4.4-star average. Which would you trust more? The solution with 200 reviews likely seems more trustworthy to most, even if it does have a lower rating than the other.

When we see a five-star rating, our brains tell us there's something wrong -- we're more inclined to choose a product or service with more reviews, even if some of them are bad. According to a study from Reevoo, 30 percent of readers suspect censorship or fake reviews when all reviews are positive and 95 percent of consumers get suspicious of positive reviews when there are no negative reviews.

Review sites have learned this, and are building algorithms that mimic the way we think. These newer, smarter systems can take metrics like user history into account and can see through gimmicks companies use to increase rankings. So, how can businesses get the kind of reviews that bring in business -- and capitalize on the opportunity that negative ones present?

Related: California's Supreme Court Ruled Yelp Doesn't Have to Take Down Negative Reviews. What Does That Mean for Your Business?

The upside of bad reviews

Reading a one-star review about your own organization is never an enjoyable experience. However, once you get past the initial sting of customer complaints, the best thing you can do is to focus on the many benefits and possibilities that arise from receiving a poor review.

For one, maintaining a strong but imperfect rating strikes customers as more realistic than all perfect reviews. Reevoo also found 68 percent of consumers trust reviews more when they see both positive and negative reviews. G2 Crowd data supports this: One- and two-star reviews receive up to three times more clicks and views than positive reviews.

These customers who seek out low reviews turn out to be the best kind of customer -- both in terms of product knowledge and conversion. According to Mintel, 70 percent of Americans say they look at reviews before taking the next step to purchasing. Reevoo data shows that buyers who seek out and read bad reviews go on to make a purchase 67 percent more often than the average consumer.

When it comes time to optimizing areas of the business, feedback from unhappy customers can also provide insights into shortcomings with your product, implementation process or customer support services. If the same few gripes come up again and again in customer reviews, that's a clear sign that it should be prioritized in finding a solution.

On top of improving your business from the inside, a negative review literally provides a brand with a platform to improve the relationship with the customer. Ninety-five percent of unhappy customers will return to your business if an issue is resolved quickly and efficiently.

Related: Respect People's Right to Review Your Company Online, Even When There's Bitching Involved

Building a trustworthy review presence

Negative reviews aren't such a bad thing, but the real strength in a review section is quantity and balance. A review section that appears trustworthy to a potential customer is one that has hundreds of in-depth reviews -- not all of them perfect, but the majority positive.

To achieve a flourishing review section, you must champion the role of reviews. Here are a few tips on how to make review culture a central part of your brand.

Encourage reviews: There's no harm in planting a seed in a customer's mind by asking them to leave a review. Consider incorporating the message into your marketing automation cadence and creating a product or financial incentive for customers to contribute a review.

Interact with reviews: If you have an opportunity to connect with a customer over her recent experience with your brand, why wouldn't you take it? Whether taking the opportunity to say thank you to a glowing review or seeking to right a poor customer experience, responding to reviews helps your brand on its way to a highly interactive and thriving review page. Review interactions should only ever be done to serve the customer -- nothing is more off-putting than a business owner using a customer review as a space to retaliate.

Point potential customers to your reviews: The work you put in to build up your reviews page as an honest element of your marketing plan will pay off. So, why not directly point researching customers to the profile every chance you get? The fact you willingly refer someone to a resource that contains a balanced perspective of your brand will speak volumes to the researching customer.

Criticism is never fun, especially when it comes to our livelihoods. But, if we shift our view to see it as intel to the business, the results will present themselves. Customers can trust an imperfect brand, so embrace and learn from the imperfect experiences and do your best to make it right. In the long run, these negative reviews enable the business to get better internally while winning over the hearts and minds of new customers.







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3 Ways a Virtual Reality Pioneer Is Rebranding the Form

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Even new technologies sometimes need a reboot.





5 min read









Dekker Dreyer was over it. And in that moment, he saw an opportunity.

A pioneer in the virtual reality (VR) space, he realized the narrative around this specific niche of the film and entertainment world needed a reboot. Despite having produced high-impact VR experiences for Disturbed’s hit cover of "The Sound of Silence" and the groundbreaking VR film of their Live at Red Rocks album, he couldn’t shake the feeling that VR was getting stale when it should be at its most exciting.

Image Credit: Dekker Dreyer

When Dreyer — a connoisseur of the form — found himself not wanting to experience what was being produced, he realized that others probably felt the same way: “The audience isn’t stupid, and they can tell that most of the content getting made is the afterthought of an ad agency with a little extra money to spend. We have an artistic medium that allows you to place yourself inside the experience of anyone or anything, any kind of world you can imagine, but here we are making impersonal, manufactured, and forgettable things. I want to go places and see things that don’t exist in the physical world.”

Related: 6 Critical Steps to Succeeding in an Untapped Industry

Here are three ways Dreyer is doing just that.

1. Diving into its essence 

Dreyer was on a mission to further his vision. “When someone finds out that I’m a VR creator,” he says, “they always say the same thing: ‘VR will be huge once someone figures out how to tell a story with it.’ I never really cared about the answer to that question, but so many people seemed to care so much that I felt I had to have something profound to tell them. Now I know it’s about a feeling, not a narrative.”

He recalls a recent experience that drove that point home:

One night I accidentally took too much melatonin. I was watching a show on Netflix called "The Toys That Made Us," and as I turned my head away from the TV I saw a life-sized Skeletor toy sitting across from me. I realized I was hallucinating. It was so wild and so vivid that the next day I decided this is the kind of thing I need to be making. This is what VR is made to do.

Dreyer’s work has always been a little dream-like, and he felt he was onto something, but he was still chasing the answer to how to “tell a story” in VR.

That experience lead to Lucid, Dreyer’s latest project. “I decided to toss out any traditional structure and create a series of scenarios and worlds that are loosely connected around my own dreams,” he reveals. “There’s never been a time in human history that we could share our inner worlds like this. It’s exciting. Lucid doesn’t shy away from nudity, violence or uncomfortable situations. I’m pushing the envelope to see where it goes.”

2. Utilizing the latest tech

This all sounds well and good, but haven’t we been promised life-changing VR every few years or so? What’s different this time around? “The difference is it’s much cheaper,” says Dreyer. “It’s still a lot of money, but it’s cheap compared to the old tech that required a computer the size of a city block. The audience and the artists can get their hands on the tools. Unity and Unreal Engine are less expensive than a guitar or a can of spray paint! VR is going to explode when more artists get turned on to that. The DIY universe of VR is going to be weirder than we can imagine.”

Related: The Habits of the World's Smartest People (Infographic)

Dreyer also thinks that VR creators are having an identity crisis at the moment. “It’s always hard to answer questions about the VR industry,” he says. “Film directors aren’t asked about how movies will influence the corporate training industry, but that’s where VR creators are now. People expect us to be everything to every business. It’s so new that people want to learn all about it, but I’m not sure the artists themselves have much to add to the conversation outside of what we’re specifically making.” 

3. Creating a standard

Dreyer also points to the fact that he can’t name many other VR auteurs as a huge problem: “Nicolás Alcalá is doing some interesting work, but his company Future Lighthouse recently folded. VR has issues highlighting its talent, and it’s killing the momentum. Spheres is a seven-episode VR series that sold at Sundance. It was directed by a woman named Eliza McNitt, but most of the press coverage calls attention to Darren Aronofsky, who produced it.”

Related: 25 Common Characteristics of Successful Entrepreneurs

He decided that the best way to encourage creators to take ownership of their work and get their names out there was to establish a gatekeeper: a festival. Slamdance had established a new way of recognizing independent film, so he built off of that and helped organize DIG (Digital Interactive Gaming), a showcase for these new kind of stories. “It’s a grassroots kind of connection, and I think it’s working,” says Dreyer, “I keep seeing VR in unexpected venues. When VR hits, experiences are going to be everywhere, and it won’t be unusual for people to see more touring immersive shows. That’s when everything is going to change.”







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The 5 Best Website Builders for Entrepreneurs -- and Which Ones to Use, and When

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Looking to create your online portfolio or build a landing page for your business? Here's where to start.





6 min read









About 71 percent of small businesses had websites in 2017, suggests a survey by Clutch, a business-to-business research firm. If you’re part of the leftover three in 10, there's no time like the present to get with the program -- and get online.

Having a dedicated website can be vital to jumpstart marketing efforts, promote consumer trust and serve as a purchasing channel. What’s more, 56 percent of consumers say their purchase decisions stem, in part, from search engine queries, according to Forrester Consumer Technographics data from Q1 2017.

As for how to narrow down your options? If you’re looking to boost your online presence, here are some of the best platforms for getting started.


WordPress

Image credit: Wordpress | Entrepreneur

What We Love: WordPress is a classic website builder that says it powers more than 31 percent of the web, and it has two iterations: WordPress.org and WordPress.com. The first allows you to download and install WordPress software on your own web server for free, and it specializes in customization and flexibility -- users can insert lines of code, build site applications and allow different levels of access to site administrators, editors and contributors. But reviewers say that flexibility can come at the expense of simplicity -- meaning that if you’re looking for something simpler, you may want to try WordPress.com. The .com version takes care of all the website hosting for you. It also offers hundreds of templates, as well as plugins like contact forms, security scanning and media embeds.

What Users Say: One reviewer writes, “I've used both .com and .org versions, and they're equally as robust and customer support is prompt. You have a million plugins to choose from, and you can either use a theme for your website or code it from scratch.” Another says, “A novice can get started and experiment with the basic capabilities on Wordpress.com for free (highly recommended).”

Pricing: Options include Free, Personal ($48 per year), Premium ($96 per year) and Business ($300 per year) on WordPress.com


Wix

Image credit: Wix | Entrepreneur

What We Love: There’s a reason review site Wirecutter chose Wix as its top pick when it comes to website builders for small business. By last count, it offers 572 choices of building templates to choose from, as well as plug-ins for the likes of OpenTable, Google Maps, booking appointments and more. And if you’re design-shy? Consider trying Wix’s Artificial Design Intelligence (ADI), which works to auto-design your website after you answer a few questions.

What Users Say: One reviewer writes, “There are not enough words to be able to affectingly describe how much I love Wix and their website building platform… I feel very at home with Wix website editor. Everything is laid right there in front of you, and there are very few page limitations.” Another says, “After spending many hours searching for the best entry-level website development platform, I made the decision to go with Wix… I quickly crafted and completed my own website in as little as a week, for free.”

Pricing: Options include Connect Domain ($5 per month), Combo ($11 per month), Unlimited ($14 per month), E-Commerce ($17 per month) and VIP ($25 per month)  on Wix.com


Weebly

Image credit: Weebly | Entrepreneur

What We Love: Weebly is one of the most cost-effective options for a small business website -- not only does it have a free version, but its paid options start at $4 a month and top out at $25. The builder offers just under 60 template options by last count -- significantly less than its competitors -- but what it lacks in versatility it makes up for in simplicity. Its editing tools are relatively easy to navigate, and the user interface is straightforward.  

What Users Say: One reviewer writes, “I've been struggling with my organization for years to get a website that looks great and is affordable. After three professional attempts at sites, we switched to Weebly... Best of all, it looks really good -- especially for what we pay!” Another says, ‘It's quick, easy and gets the job done… If you just need a clean, basic website that communicates what you need to say and you don't want to waste a lot of time doing it, this is a good go-to.’

Pricing: Options include Free, Connect ($4 per month), Starter ($8 per month), Pro ($12 per month) and Business ($25 per month) on Weebly.com


Squarespace

Image credit: Squarespace | Entrepreneur

What We Love: Specializing in simple and clean design for categories like art/design, fashion/beauty, health/fitness and more, Squarespace offers around 70 template options and 24/7 customer support -- and there are no limits on bandwidth or storage. Another perk? The builder offers specifically designed e-commerce tools like unlimited product catalogs, drag-and-drop sorting tools for merchandise and the ability to send email reminders to customers who abandoned checkout before purchase. Squarespace boasts a host of celebrity clients including John Malkovich, Keanu Reeves and Leon Bridges.

What Users Say: One reviewer writes, “I have used other drag-and-drop website building software in the past and even though the layouts looked right when I was editing, once I viewed them live and on different devices, there were always problems. With Squarespace's platform, my site always looks exactly the way I expect it to.” Another says, “Their software is generally very straightforward and can be figured out with a few quick searches, but the few times I didn't know what to do they were there for me and walked me through literally step-by-step on how to do anything.”

Pricing: Options include Personal ($16 per month or $144 per year) and Business ($26 per month or $216 per year) on Squarespace.com


Shopify

Image credit: Shopify | Entrepreneur

What We Love: Shopify is an industry darling of sorts when it comes to selling goods online. Most website builders have built-in e-commerce tools, but Shopify’s 24/7 customer service, payment processing and analytics help it stand out in its own right. Customers can build out and customize their website via Shopify’s array of templates, though pricier than competitors (10 free options and 56 paid options). Something else to note: If you go with another website builder and are unhappy with its e-commerce tools, you can still sell using Shopify by embedding its “Buy Button” on many other platforms (Wordpress, Squarespace and others).

What Users Say: One reviewer writes, “If you want to stick to just basics and you need a clean, responsive e-commerce site, then Shopify is for you. No programming knowledge is required, and there are many fine templates to choose from.” Another says, “Amazing customer service. Shopify is entirely unparalleled in this regard. Their live chat option is not only convenient but staffed by people who actually know what they are talking about!”

Pricing: Options include Basic Shopify ($29 per month), Shopify ($79 per month) and Advanced Shopify ($299 per month) on Shopify.com







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This Female Leader Shares the Power of Mistakes and Living Without Regrets

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Samantha Plue, the president of a creative agency, shares when to walk away and when to stay on the current path.





8 min read





Opinions expressed by Entrepreneur contributors are their own.







Editor’s note: Builders Series features no-holds-barred in-depth interviews with female leaders in different industries to give you insight into what successful women have done to push through feeling stuck, frustrated and uncreative in order to build incredible brands and businesses.

This month I spoke with Samantha Plue, president of D3 NYC, a strategic creative agency that works with clients to align their brand through cross-channel marketing communications in order to drive business.

Plue breaks down making big moves and even bigger asks -- and the fact that a traditional education isn’t always the best path.

I’m sure you’ll be just as inspired as I was to shake things up and forge incredible progress after reading her interview.

What have you built, and what inspired you to build it?

I built an amazing creative agency with extremely talented and driven humans. I wanted to create a space where individuals are free to be themselves and give them room to explore, learn, and grow, while delivering great creative work to our clients. We operate under the principles that everyone has a valid perspective and that we work to one standard: the best imaginable. Fostering this type of encouraging and collaborative environment allows us grow as a team and to deliver the best work to our clients.

Related: Brit Morin of Brit + Co Talks About Why She Launched Her Company, How to Overcome the Highs and Lows and Ignoring Negativity

Were you born a builder or did you have to learn to be one?

I was born a leader but had to learn to build. I’ve always had the desire to create and lead, but it took some time to learn how to put ideas into action. I’ve had the chance to work with a great career coach and a few mentors (one of whom is the founder of D3 NYC) that have provided me with the tools and skills to implement those ideas. Working in marketing I quickly learned that no matter how great the idea, the key to success lies in the execution. It’s all about how you take that idea, outline your vision, create a plan and then put it into motion.

Who was the first woman you looked up to, and why did you want to be like her?

One of my earliest memories is of My granny. She was one of the first “career women” that I had in my life. She worked for Blue Cross for over 30 years. I can remember visiting her and looking in her closet and seeing this intense collection of 80s power suits and high heels and thinking how she was just a total badass. She’d been through a lot in her life, but was tough as nails and a fierce, independent woman. She made sure my sister and I understood the importance of education and hard work and how no matter what happens you keep pushing forward.

What’s the greatest risk you’ve taken?

Moving to New York. I put my things in storage, packed a (very large) suitcase and booked a one-way flight from South Carolina. That was six years ago in April. I can remember my friends saying “ok, we’ll see you when you get back” and me thinking, I’m not coming back. I knew that if I wanted to develop my career and run an agency, I had to make the move. The first few months were hard and at one point I almost went back to Charleston. This is the greatest city in the world, but it will chew you up and spit you out. If you don’t stay focused and really want to be here, it’s very easy to lose your way. I knew what I wanted to build, I just needed to get my plan in place to make it happen.

When have you broken down, personally or professionally? How did you break through?

The year before I turned 30 was a hard year for me. Everything that was stable in my life fell apart in about a month. Relationships that were important to me weren’t there anymore. I realized my identity had been tied to those around me, and I had never took the time to be alone and figure out what makes me happy. I moved into a new apartment and for the first time in my life lived alone. I spent a lot of time thinking about what makes me happy outside of making other people happy and how I was going to build a life I want, not what someone else wants. It was a huge lesson in “put your oxygen mask on before assisting others,” and I wouldn’t have been able to have the confidence to make the moves I did without this time.

Related: Jessica Alba on Being Brave, Dealing With Self-Doubt and Overcoming Major Breakdowns

What makes you doubt yourself, and how do you manage it?

New York is full of very smart and talented people and can be an incredibly intimidating city. There was a moment a few years back when I was insecure about not having attended an Ivy League school or having an MBA. I remember having dinner with some friends and them telling them I was thinking about getting an MBA, and they all told me I was insane. That there was nothing business school would teach me that I hadn’t learned firsthand over the last 15 years. There are times when I think to myself, do I even know what I’m doing? Then I look out at our team and realize I must be doing something right. Our CEO and I take pride in the fact that our agency is open to hiring people with less traditional educations. Every time we get to promote one of these people, it reminds us it’s the person not the piece of paper, and that feels great.

How do you know when to leave someone or something?

I get invested in people and projects and view failure as my fault, so walking away can be hard for me. I’ve learned over the past few years it’s about setting boundaries. There’s so much talk about work-life balance, but balance implies there is constant instability. When people talk about work-life balance, I have this mental image of one of those late night TV show acts where someone is spinning a bunch of plates on sticks. At some point, one of the plates falls. Boundaries allow you to be stable, in your center. You define where you want to be, no one else. Setting them early in relationships and projects help you to know when to walk away. I also like to set clear processes and goals. Then I have something to reference and say to myself, ok, I did everything I could, I set the goals, I remove the obstacles and this didn’t work so now I can walk away feeling like I did all I could.

When was your bravest moment? How do you practice being brave?

About two years ago, I had dinner with our CEO and told her I had some radical ideas for the business, some of which included changing the fundamental business model, naming and a promotion to run the show. At that time, we were a consulting agency and had about six employees. I want to bring everything in-house and build a full-service agency. She fully supported me on making this transition, and we worked together to craft the blueprint for what the agency is today. It was one of the first moments where I asked for what I wanted, instead of just working hard and waiting for someone to notice. I read somewhere you should work to get 10 nos before you stop asking. I try to not be scared of the nos, and instead work to understand why it was a no. Then I adjust and move on to find the yes.

Related: The Co-Founder of Orchard Mile Shares How She Handles Investor Rejection, Manages Startup Hype and Deals With Doubt

Knowing what you know now, was it worth it?

Absolutely. To quote James Murphy, “I wouldn't trade one stupid decision for another five years of life.” My mistakes have lead me here just as much as my successes, and I’m really happy with where I am in my life, personally and professionally. Looking back at the moments where I thought it was the worst time in my life, they don’t seem so dark now.

What can you see yourself building next?

Right now, I’m focused on continuing to grow the agency. Over the next eight to 14 months, I’d like to see us add on a few key capabilities, including developing a content studio. I’m working with my coach on a workshop for our team that focuses on self-awareness and helps individuals understand more about their needs and behavior. It’s designed to improve communication between individuals and cross-functional teams, so they can work better with each other, as well as with our clients. The more we understand ourselves, the stronger we can grow together. 


 





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Top 25 Digital Marketing Articles – Week of 09/14/18

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This week’s roundup includes tips to create an effective Email Marketing campaign, build trust on Social Media, and improve your Online Reputation.


Learn how to use competitive intelligence for improving your Content Marketing strategy, and increase the Conversion rate of your website with A/B testing. We’ve covered all of this news and, much more, below!


From the UpCity Blog:


Content Marketing:


  • Chelsie Arnold offers guidance to help marketers decide on their objectives, metrics, audience, channels and tactics, for creating a Content Marketing strategy.

  • Darcy Schuller highlights the significance of Content Marketing for the success of small businesses.

  • Follow the valuable tips from Emily Sidley to improve the performance of your Content Marketing campaigns.

  • Shane Barker offers guidance to use competitive intelligence for improving your Content Marketing strategy.

Conversion Optimization:


  • Rita Chaires emphasizes the need for optimizing the content, design and forms of your website, to increase Conversions.

  • Rob Steffens discusses how strategies such as improving headlines, including testimonials and providing a guarantee, can increase the Conversion rate of your website.

  • Learn how to use A/B testing for improving the Conversion rate of your website, from Rohit Munipally’s blog.

Email Marketing:


  • Learn how to create an effective Email Marketing campaign, from Lane Harbin’s blog.

  • Freddy Muriuki draws special attention to the most common mistakes made by Email Marketers and offers guidance to improve the performance of Email campaigns.

  • Chris Donald offers tips to improve your interactive Email Marketing strategy and grow your business.

Local Optimization:


  • John Locke highlights how reviews and reputation can impact the performance of your Local SEO campaigns.

  • Learn how strategies such as optimizing your website, generating video content and increasing social engagement can improve your rankings on Local Search, from Jobin John’s blog.

  • Shariq Toor emphasizes the need for leveraging Google Maps and claiming your Google My Business listing, to enhance your Local SEO efforts.

Mobile Optimization:


  • Sam Hemphill offers guidance to help marketers understand the intricacies of Mobile first indexing, and the impact it can have on SEO campaigns.

  • Zara Taylor discusses how tactics such as removing or reducing the size of images, updating software and minifying CSS, can improve the page speed of your Mobile website.

Reputation Management:


  • Phillip Reinhardt highlights the imperativeness of Online Reputation Management for businesses in today’s scenario.

  • Michelle Morgan discusses how strategies such as monitoring social media forums and staying updated with latest info on products or services, can boost your Online Reputation.

Search Engine Optimization:


  • Justin Zhao’s blog lists the On-page SEO techniques that can help marketers boost traffic to their websites.

  • Sean Si highlights the latest features and significance of Google Search Console in today’s volatile scenario of SEO.

Social Optimization:


  • Elaine Fogel offers guidance to help marketers build trust on Social Media.

  • Sudipta Das busts the myths about Social Media aggregation and offers guidance to use it effectively for achieving goals.

  • Cameron Francis draws special attention to statistics that highlight that the future of digital marketing is mainly about Social Media.

  • Arsalan Sajid offers useful tips to generate leads with Social Media.

UX/UI:


  • Learn how to make a positive impact on UX and SEO campaigns by improving the speed of your website, from Maggie Black’s blog.

Website Design:


  • Alfred Winston offers helpful Website Design tips to improve your reputation and conversion rate.




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